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Atricle Dump - Position, Don't Prospect - Part 1
According to a recent article at a top web site for employment searches in reference to legal secretary work, job growth for legal secretaries will grow at an average rate and many positions will be available as many experienced workers either retire or transfer to other occupations. This is of course is good news to you if you are interested in becoming a legal secretary.If you are new to this field and you want to be successful without wasting a lot of money as with anything you should do your research and find out as much information as you can before spending a lot of money or going to a school. Just because you go to a school this does not mean that you will learn the things that you need to know in order to become successful in this field. In fact, many legal secretaries and legal word processors d
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improving your bottom line net income (and breaking even earlier as a business start-up);
- You are able to build greater client loyalty which significantly increases your new client referrals, which in turn dramatically reduces your cost of client acquisition.
- You get a higher conversion rate to your services. Prospective clients are far more likely to trust and appreciate the wisdom and knowledge of a coaching specialist.
- The ability to solve a broader range of client problems. Once you’re an established and trusted advisor for the client you will be able to expand the range and scope of services provided.
- The chance to better educate clients to the value you provide and charge fees based on the cost of the niche problems rather than on an hourly rate.
- You can expand your services from 1 to 1 coaching to include highly leveraged product based and 1 to many services.
- Being able to work with more astute and strategically beneficial affiliate partners who w
Small and mid-sized law firms around the nation are faced with the proverbial question - what comes first the chicken or the egg? In the case of marketing, many firms are learning that marketing needs to come before client acquisition and investing in quality marketing is key. The competition among lawyers and law firms is too severe to view marketing as a luxury.Small and mid-sized law firms need to invest in marketing and view their marketing firm as their primary rainmaker. The right marketing firm will bring clients into a firm through a multi-faceted approach.Marketing for law firms should include: Internet marketing, local marketing including advertisements, networking, seminars and public relations among other forms of marketing. With a marketing firm focusing on their area expertise an
Position, don’t Prospect
By now you should be well on the way to defining your target prospect, developing your niche and brand, and expressing it through your USP.
We’ve already explained the importance of establishing a niche. If you do not niche, and instead decide to offer generic coaching services, you’ll find it extremely difficult to compete. Your coaching business and services will appear the same as everyone else and you’ll find it difficult if not impossible to distinguish yourself.
Every prospective client, whether it’s reality or not, perceives their problems to be unique to them. If their problems have been enduring, their perception is that the problem is complex – too complex for them to have fixed themselves in the interim. Their logic therefore determines that they need someone with specialised skills and knowledge to help them overcome that problem. Someone with advanced skills and knowledge to their own. By your prospects reasoning therefore, a generalist will not be able to offer effective solutions to their specific (and complex) problems.
For Example:
One example of this ‘need’ for specialist knowledge can been found in coaches who work in the Real Estate Industry. Real Estate Agents (prospective clients) consider their field to be a specialised one and when it comes to improving their skills in listing, selling and managing property they turn to coaches that position themselves as specialists to the Real Estate Industry.
Whilst you can:
- focus your business in a niche area through your service offerings;
- brand your business in a niche; and
- articulate your offer through your USP;
As a coach you must also establish yourself as a specialist or expert in the niche. As much as you need to focus on building your business brand, you also need to concurrently build your personal brand as a specialist.
Only by establishing yourself as an expert will you build the necessary credibility to your brand and validate your niche positioning. If all these elements are not totally congruent, your offer will never be compelling to your prospects. Your marketing message will seem confusing to your prospects, as they will not understand how you can offer solutions to their niche problems – problems they may have been experiencing for some time and not been able to solve themselves – without being higher qualified or having specialised skills and experience (being an expert).
What are the benefits of establishing yourself as an expert in your niche?
Being an expert or specialist in your niche affords you many benefits and competitive advantages including:
- As an expert you can market with dignity! You won’t have to ‘chase’ clients. Clients will come looking for you because of your ‘specialist’ tag. Remember, clients are searching for someone who is perceived to be as knowledgeable and skilled as they are in their niche.
- There are substantially fewer barriers to conversion because your prospective clients are pre-sold by perceived knowledge and specialisation.
- Limiting the number of competitors you have because you are perceived as one of the few (perhaps only) coaches that can meet the clients unique needs.
- Building your reputation and reinforces your positioning as a superior (if not ‘the’ superior) coach in the niche.
- Being given the opportunity to speak, comment and or write about important issues, challenges or opportunities within the Niche.
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improving your bottom line net income (and breaking even earlier as a business start-up);
- You are able to build greater client loyalty which significantly increases your new client referrals, which in turn dramatically reduces your cost of client acquisition.
- You get a higher conversion rate to your services. Prospective clients are far more likely to trust and appreciate the wisdom and knowledge of a coaching specialist.
- The ability to solve a broader range of client problems. Once you’re an established and trusted advisor for the client you will be able to expand the range and scope of services provided.
- The chance to better educate clients to the value you provide and charge fees based on the cost of the niche problems rather than on an hourly rate.
- You can expand your services from 1 to 1 coaching to include highly leveraged product based and 1 to many services.
- Being able to work with more astute and strategically beneficial affiliate partners who wi
How long does it take your customers, clients or patients to pay you for the products or services you have provided?Have you developed a consistent collection management program?Your answer to the above questions is a leading indicator as to how well you collection management is. Sending an invoice doesn't always result in payment. Successful collection management s a matter of making your payment terms crystal clear and separating collection management from new business functions, in other words - keep your emotions out of collection management!. You can't be hesitant or soft in collection management.Collection management is a sticky subject because it can require getting tough with the very same customers that pay your salary. Many small businesses handle the collection management process
For Example:
One example of this ‘need’ for specialist knowledge can been found in coaches who work in the Real Estate Industry. Real Estate Agents (prospective clients) consider their field to be a specialised one and when it comes to improving their skills in listing, selling and managing property they turn to coaches that position themselves as specialists to the Real Estate Industry.
Whilst you can:
- focus your business in a niche area through your service offerings;
- brand your business in a niche; and
- articulate your offer through your USP;
As a coach you must also establish yourself as a specialist or expert in the niche. As much as you need to focus on building your business brand, you also need to concurrently build your personal brand as a specialist.
Only by establishing yourself as an expert will you build the necessary credibility to your brand and validate your niche positioning. If all these elements are not totally congruent, your offer will never be compelling to your prospects. Your marketing message will seem confusing to your prospects, as they will not understand how you can offer solutions to their niche problems – problems they may have been experiencing for some time and not been able to solve themselves – without being higher qualified or having specialised skills and experience (being an expert).
What are the benefits of establishing yourself as an expert in your niche?
Being an expert or specialist in your niche affords you many benefits and competitive advantages including:
- As an expert you can market with dignity! You won’t have to ‘chase’ clients. Clients will come looking for you because of your ‘specialist’ tag. Remember, clients are searching for someone who is perceived to be as knowledgeable and skilled as they are in their niche.
- There are substantially fewer barriers to conversion because your prospective clients are pre-sold by perceived knowledge and specialisation.
- Limiting the number of competitors you have because you are perceived as one of the few (perhaps only) coaches that can meet the clients unique needs.
- Building your reputation and reinforces your positioning as a superior (if not ‘the’ superior) coach in the niche.
- Being given the opportunity to speak, comment and or write about important issues, challenges or opportunities within the Niche.
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improving your bottom line net income (and breaking even earlier as a business start-up);
- You are able to build greater client loyalty which significantly increases your new client referrals, which in turn dramatically reduces your cost of client acquisition.
- You get a higher conversion rate to your services. Prospective clients are far more likely to trust and appreciate the wisdom and knowledge of a coaching specialist.
- The ability to solve a broader range of client problems. Once you’re an established and trusted advisor for the client you will be able to expand the range and scope of services provided.
- The chance to better educate clients to the value you provide and charge fees based on the cost of the niche problems rather than on an hourly rate.
- You can expand your services from 1 to 1 coaching to include highly leveraged product based and 1 to many services.
- Being able to work with more astute and strategically beneficial affiliate partners who w
Nobody likes to be misled, especially by people they trust or have an expectation will do the right thing, whatever that is. Fraud and corruption can be a blow to the self-image of capable managers and their confidence in their ability to deter or detect a fraudulent scheme. More so, they can have a negative impact on an organisation’s brand, image and reputation, organisational morale and where the loss is large – significantly impact the bottom line.In a recent survey of fraud in Australian organisations, 84 percent of respondents agreed or strongly agreed with the proposition that fraud control is a governance issue.Corporate governance is an entire culture that sets and monitors behavioural expectations intended to deter the fraudster. As part of the establishment of sound corporate governa
What are the benefits of establishing yourself as an expert in your niche?
Being an expert or specialist in your niche affords you many benefits and competitive advantages including:
- As an expert you can market with dignity! You won’t have to ‘chase’ clients. Clients will come looking for you because of your ‘specialist’ tag. Remember, clients are searching for someone who is perceived to be as knowledgeable and skilled as they are in their niche.
- There are substantially fewer barriers to conversion because your prospective clients are pre-sold by perceived knowledge and specialisation.
- Limiting the number of competitors you have because you are perceived as one of the few (perhaps only) coaches that can meet the clients unique needs.
- Building your reputation and reinforces your positioning as a superior (if not ‘the’ superior) coach in the niche.
- Being given the opportunity to speak, comment and or write about important issues, challenges or opportunities within the Niche.
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improving your bottom line net income (and breaking even earlier as a business start-up);
- You are able to build greater client loyalty which significantly increases your new client referrals, which in turn dramatically reduces your cost of client acquisition.
- You get a higher conversion rate to your services. Prospective clients are far more likely to trust and appreciate the wisdom and knowledge of a coaching specialist.
- The ability to solve a broader range of client problems. Once you’re an established and trusted advisor for the client you will be able to expand the range and scope of services provided.
- The chance to better educate clients to the value you provide and charge fees based on the cost of the niche problems rather than on an hourly rate.
- You can expand your services from 1 to 1 coaching to include highly leveraged product based and 1 to many services.
- Being able to work with more astute and strategically beneficial affiliate partners who w
The loan signing agents have plenty of methods of attracting clients and promotion. People usually consider that large organizations are more reliable than just a single person and that is why independent contractors have fewer clients, most of which are permanent. Moreover, loan companies provide insurance from errors and omissions, what is not affordable to single agents. Of course, satisfied customers usually return and recommend the agent, who served them, to their friends. This illustrates the importance of the prestige of the agents. Of course new signing agents have not got their clients base and potential clients do not know them. A signing agent can let know others about his or her services by the following methods: 1) make an own web-site; 2) enter different communities of accomplices; 3) apply for a
- Limiting the number of competitors you have because you are perceived as one of the few (perhaps only) coaches that can meet the clients unique needs.
- Building your reputation and reinforces your positioning as a superior (if not ‘the’ superior) coach in the niche.
- Being given the opportunity to speak, comment and or write about important issues, challenges or opportunities within the Niche.
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improving your bottom line net income (and breaking even earlier as a business start-up);
- You are able to build greater client loyalty which significantly increases your new client referrals, which in turn dramatically reduces your cost of client acquisition.
- You get a higher conversion rate to your services. Prospective clients are far more likely to trust and appreciate the wisdom and knowledge of a coaching specialist.
- The ability to solve a broader range of client problems. Once you’re an established and trusted advisor for the client you will be able to expand the range and scope of services provided.
- The chance to better educate clients to the value you provide and charge fees based on the cost of the niche problems rather than on an hourly rate.
- You can expand your services from 1 to 1 coaching to include highly leveraged product based and 1 to many services.
- Being able to work with more astute and strategically beneficial affiliate partners who w
When communication breaks down in your office or factory and workers lack motivation, what are the roots of the problem? On a study tour of a Fortune 500 food company, Peter Grazier, an international consultant specialializing in employee involvement, stopped to chat with an elderly machine operator. Within minutes, the operator began discussing a solution for quickly clearing bulk food material from a clogged hopper - apparently a frequent problem. The visitor asked him if he had ever told this idea to his supervisor. "Nobody ever asks for these kind of ideas around here," shrugged the worker, who would be retiring in another few months after 42 years of service. Grazier writes that he felt the plant manager, who was standing behind him, wishing he could sink th
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improving your bottom line net income (and breaking even earlier as a business start-up);
- You are able to build greater client loyalty which significantly increases your new client referrals, which in turn dramatically reduces your cost of client acquisition.
- You get a higher conversion rate to your services. Prospective clients are far more likely to trust and appreciate the wisdom and knowledge of a coaching specialist.
- The ability to solve a broader range of client problems. Once you’re an established and trusted advisor for the client you will be able to expand the range and scope of services provided.
- The chance to better educate clients to the value you provide and charge fees based on the cost of the niche problems rather than on an hourly rate.
- You can expand your services from 1 to 1 coaching to include highly leveraged product based and 1 to many services.
- Being able to work with more astute and strategically beneficial affiliate partners who will provide higher value to your clients and ultimately better financial return to you.
- Due to your strong client rapport and expertise, your clients will have a greater propensity to take up your endorsed affiliate services;
- As an expert in your niche, your service becomes the only logical choice for your prospects.
This article is an abstract from the Ultimate Coach Business Development Program, a comprehensive 24-month eCourse designed to walk coaches through the process of building flourishing businesses. If you'd like to learn how you can access the entire program email us at info@lcia.com.au.
© Life Coaching Institute (Aust). If you wish to republish or reproduce this article, please include this information in the end of the article. For more information about the Institute – please visit www.lcia.com.au/lz.
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